One of the major challenges for those involved in blogging is knowing what is considered a fair rate for the job.
This autumn, the Flea Ents team surveyed 500 UK influencers about the work they do, and what they charge for it. Our first annual UK Influencer Rate Card shows typical rates for a range of sponsored content, including details of how rates change based on a blogger’s traffic levels.
We asked our community about what work they do, and how much they’re paid for it.
For bloggers, we hope the 2016 UK Influencer Rate Card provides a guideline to typical rates other influencers charge for different types of paid content.
It’s important to remember, though, the rate you charge for sponsored content will depend on:
- The level of work involved: A quick sponsored post of pre-written material will likely pay less than a photo-heavy post or something that involves you making something, testing something or similar. Think about how many hours a piece of work might take before deciding whether it’s likely to sit at the high or low end of your charging rates.
- Exclusivity: We’re increasingly seeing bloggers being invited to work exclusively with a brand, and agreeing not to work with other brands within a sector for up to a year after accepting a commission. It’s important to consider how much additional work this means you may turn down – and charge accordingly.
- Promotion: Sometimes a brand will want a sponsored post, plus a Tweet. Or they might want 5 Tweets, 5 Instagram updates, a mention in your newsletter… if you’re doing lots of added promo work, consider increasing your fee accordingly
- Your audience: We can clearly see in our survey results that rates increase as a site’s traffic increases. But sometimes that’s not the case – brands will pay a premium for access to exceptionally high quality content, access to a specific niche audience, or a high following on a social channel that’s very relevant to the brand.
With that in mind, here’s what our community told us about what they charge for sponsored content in 2016:
What to charge for a sponsored post?
- We see very little difference in rates charged for sponsored posts commissioned by PR versus SEO agencies. In general, average rated for sponsored post rates were between £74 to £173, depending on a blog’s audience, quality and reach.
- We saw around 10% of influencers at the higher end of the scale charging up to £600 for sponsored post content. These bloggers have the highest audiences and exceptionally high quality content.
What to charge for a sponsored recipe?
- Any post or video involving a recipe will cost more than a standard post. Creating a recipe takes time – developing, testing and photography are all time-consuming and the higher quality that content the higher the fee should be.
- Across our community, average rates for recipe posts tended to be from £150-£227 per post.
- Again, we saw a small number of premium influencers (particularly those very highly ranked in our Foodies100 community) charging higher rates here – £750+ per recipe post.
What to charge for advertising?
- Advertising costs are closely linked to traffic levels.
- Rates might also be affected by the length of an advertising contract, and the size/location of the ad.
- Average monthly rates range from £38 to £300, although the biggest sites in our community (typically with 100k+ page impressions per month) told us they were able to charge up to £1,000 a month for advertising.
What to charge for sponsored video?
- There’s some way to go before the fees paid to bloggers for video catch up to the rates paid to established YouTubers. Most of the influencers in our community have relatively small channels.
- Despite this, for most bloggers, rates for video are double rates for blog posts.
- Across the community, average rates for sponsored video range from £138 to £340. The fee charged will vary according to the degree of exposure given to a video, and an influencer’s social reach across all channels.
- Bloggers producing the highest quality video, and those with a large reach via other channels (typically their blog, Twitter and Instagram channels) were able to charge up to £1,200 for sponsored video
Register to See the Full Report
The Flea Ents UK Influencer Rate Card is based on a survey of more than 500 UK influencers across our food, travel, lifestyle and parenting communities. We asked our members about the work they do, and what they charge. We also asked about their audience, the social platforms they use, and the approaches they receive from brands.
If you are a blogger, you can log in to your account to see highlights of the 2016 Rate Card for Bloggers.
If you represent a brand or PR agency, just complete the form below to receive your FREE copy of our 16-page eBook containing exclusive insights into the UK influencer community including:
- Average rates for sponsored content
- Details of how much sponsored content influencers are sharing
- Breakdown of rates paid according to traffic level
- Details of top rates paid to “premium” influencers
- Insight into what influencers like – and don’t like – in brand partnerships
- Tips from the Flea Ents team on working with influencers
Want to know more about our influencer community? Get in touch for details of our in-house workshops for brands and agencies working with UK influencers.